For the past several hours, multiple reports have been coming in that Apple’s online store is down worldwide. This seems to be a widespread enough issue to mention, and the prolonged downtime suggests that Apple could be updating its online store with a new product.

What makes this downtime session unusual is that it’s taking place on a Wednesday, instead of the typical maintenance time on Tuesday…

Users are experiencing multiple error messages, including the normal “We’ll Be Back Soon” sticky note and browser-specific server error messages.

Some speculate that an upgraded Apple TV with an A5 processor and 1080p video is being added to Apple’s online store, but there’s no hard evidence for any specific product refreshes at this time.

We’ll keep you updated with the status of the Apple online store. In the meantime, comment below and let us know if store.apple.com is working in your area.

UPDATE: It appears that the online store is coming back online in the US and around the world. Let us know if you find anything new!